The Dodgers have taken an unprecedented step in baseball marketing by announcing a massive partnership with Japanese fashion giant Uniqlo. The deal, driven by Shohei Ohtani’s media phenomenon, will see the brand become the organisation’s main partner and grant naming rights to the field.
Although the stadium will retain its historic 64-year-old name, from this season onwards fans will have to familiarise themselves with the term “Uniqlo Field at Dodger Stadium”.
Shohei Ohtani’s marketing effect
Since the arrival of the Japanese superstar, the team’s coffers have continued to grow. It is estimated that in Ohtani’s first year alone, the Dodgers generated $120 million in new sponsorships, attracting brands such as All Nippon Airways and Toyo Tires.
With the addition of Uniqlo, the Dodgers are on track to become the first franchise in North American sports history to surpass $200 million in annual sponsorship revenue.
There is no doubt that Ohtani’s impact on the field has been incredible, however, with marketing and numbers, the Japanese has had a huge contribution to continue to make the team great.
The details of the Dodgers’ new deal
According to Katie Woo of The Athletic, the Japanese brand’s presence will be ubiquitous at the venue.
“His name will be used in all references and signage related to Dodger Stadium, including a newly constructed sign in center field,” Woo said of the magnitude of the deal.
In addition, the journalist clarified a vital point for the more traditional sectors of the fans: the Dodgers were adamant in not selling the rights to the name of the entire stadium. The venue is still Dodger Stadium, but the field that the players walk on will bear the Uniqlo seal.
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